Amsterdam’s Stedelijk has renovated more than its building. The museum tapped Dutch graphic design duo Mevis & Van Deursen (a.k.a. Armand Mevis and Linda van Deursen) to whip up a fresh identity. They begin with the idea of “some kind of stage for the works of art to be shown on,” expains Mevis in the below video. “Our source of inspiration is art.” But when it came to creating a clear and recognizable logo, “Stedelijk Museum Amsterdam” doesn’t exactly roll of the tongue or pop off the page, so they got creative with the letter “S.” Survey says? Surprising, scrappy, and smart. Here’s the full scoop: